Research Project: Globalisation Impact on Mercedes-Benz Success

This research project investigates the impact of globalisation on the business success of Mercedes-Benz. It begins with a research proposal outlining the topic, background, rationale, aims, objectives, and research questions, supported by a literature review on globalisation and its effects on business. The project examines appropriate research methods, conducts primary and secondary research considering costs, access, and ethical issues. It then applies analytical tools to analyze research findings and data, communicating the outcomes effectively. The project also reflects on the effectiveness of the applied research methods and considers alternative methodologies, culminating in a conclusion, references, and appendices including a research proposal form, ethics approval form, and questionnaire. The study focuses on factors influencing Mercedes-Benz's success in the international market, analyzing the relationship between globalisation and business success, and recommending strategies for effective globalisation.

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
P1 Produce a research proposal that clearly defines a research question or hypothesis
supported by a literature review.............................................................................................1
OVERVIEW OF TOPIC........................................................................................................1
BACKGROUND OF RESEARCH........................................................................................1
RATIONALE OF TOPIC.......................................................................................................1
RESEARCH AIMS................................................................................................................2
RESEARCH OBJECTIVES...................................................................................................2
RESEARCH QUESTIONS....................................................................................................2
LITERATURE REVIEW................................................................................................................2
The concept of globalisation..................................................................................................2
The factors which helps Mercedes-Benz in getting success in international market.............3
The relationship between globalisation and business success of Mercedes-Benz.................4
Recommendations about strategies which leads globalisation to business success...............5
P2 Examine appropriate research methods and approaches to primary and secondary research.
................................................................................................................................................7
P3 Conduct primary and secondary research using appropriate methods for a business
research project that consider costs, access and ethical issues...............................................8
TIME SCALE................................................................................................................................10
P4 Apply appropriate analytical tools, analyse research findings and data........................12
P5 Communicate research outcomes in an appropriate manner for the intended audience. 22
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project......................................................................................................24
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes
..............................................................................................................................................24
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................26
APPENDICES...............................................................................................................................28
Research Proposal Form.......................................................................................................28

Research Ethics approval form.............................................................................................34
Questionnaire........................................................................................................................38

TITLE:
“To examine the impact of globalisation on business success.” A case on Mercedes-Benz.
P1 Produce a research proposal that clearly defines a research question or hypothesis supported
by a literature review
OVERVIEW OF TOPIC
Globalisation refers to the process in which integration and co- relation among
consumers, organisations, political parties, etc. is possible. Hence while conducting business
operations at international level, then it is essential to perform operations in effective and
relevant manner in order to compete with other organisation and maintain good brand image
(Ariely, 2012). With globalisation of organisation, there might be positive or negative impact on
business profits, revenues, sales, etc. Globalisation of business operations can be possible with
proper planning, organising, selecting resources from best and relevant manner. In international
market, changes are taking place very rapidly such as change in consumer demand, technological
changes, more competition, etc. are the reasons which affects business operations. This research
is based on Mercedes-Benz which is brand in auto-mobile sector. Mercedes-Benz was
established in 1886 provides premium class cars to consumers.
BACKGROUND OF RESEARCH
In this research, there is discussion about impact of globalisation on business. There are
some changes required in business operations while performing operations at international level.
In order to maintain proper working at globalise level, it is essential to accept changes which are
taking at international level. Mercedes-Benz is the organisation which operates in different parts
of world such as UK, USA, India and other countries. Hence managers of Mercedes-Benz takes
care about trend, culture, requirements of people as per change in their geographical region. This
helps to make long term relations with consumers. In order to enter in new market, there are
different modes such as joint venture, franchise, take over, acquisition, etc. Managers of
Mercedes-Benz has to select one because it helps to enter in new market (Asongu and De Moor,
2017).
RATIONALE OF TOPIC
Research is the process in which in- depth analysis is done for gaining and enhancing
knowledge about specific topic. Importance behind conducting this research is to analyse impact
1

of globalisation on business success. With expansion of business, there is increment in sales
which helps organisation to improves profitability and products. But there are some factors
which has to be considered by managers to get positive impact. For instance: in case of change in
consumer demand, then it is responsibility of managers at Mercedes-Benz to alter their products
and services in order to get positive change (Byram and Parmenter, 2012).
RESEARCH AIMS
To examine the impact of globalisation on business success which leads to long term
sustainability in industry.
To examine the impact of globalisation in making business successful. A study on Mercedes-
Benz.
RESEARCH OBJECTIVES
 To understand the concept of globalisation.
 To determine the factors which helps Mercedes-Benz in getting success in international
market.
 To analyse the relationship between globalisation and business success of Mercedes-
Benz.
 To recommend the strategies which leads globalisation to business success.
RESEARCH QUESTIONS
 Do you understand the concept of globalisation?
 What are the factors which helps Mercedes-Benz in getting success in international
market?
 Which type of relationship lies between globalisation and business success of Mercedes-
Benz?
 What are the recommendations which leads globalisation to business success?
LITERATURE REVIEW
The concept of globalisation
According to Bresler and Stake, 2017.globalisation refers to the process in which
business operations are performed at international level. This gives positive impact on sales,
profits and revenues of association because consumer base gets increased. In globalisation, there
are intensification of political, economical, social and cultural factors of countries. Globalisation
2

of business can be done with participation of political parties of two or more countries. Top level
managers of Mercedes-Benz has to consider economic factors of foreign country because this
affects operations in negative manner. It is relevant because there are difference in economic
rates, tax policies of different countries. Globalisation has many advantages as well as
disadvantages, so in this case, managers of Mercedes-Benz has to analyse external market and
then take actions accordingly.
For instance: manager are thinking to launch outlet in developing country such as Niger,
Ethopia, Chad, Burundi, Benin, etc. so in this case, managers of Mercedes-Benz has to analyse
political, economic, social factor of particular geographical region. In case of improper analysis
and planning, there is negative impact on brand image of Mercedes-Benz. Hence it is clear that
globalisation can be succeed with proper planning. In order to operate business at international
level, it is responsibility of managers to perform operations according to external market. This
helps to analyse market trend and then perform operations accordingly.
With globalisation of business there is positive impact on business operations in the form
of good profits, brand image, etc. While there is negative impact as well as if business operations
are not performed according to geographical region (Clarke, 2013). Hence it is concluded that
managers of Mercedes-Benz has to frame policies such as proper communication, marketing
strategy, proper regulation of employment laws, communication with workforce, etc. Hence
these policies are beneficial for achieving business aims and objectives such as good profits,
business expansion, good brand image, etc.
The factors which helps Mercedes-Benz in getting success in international market
Mercedes-Benz is the company which provides premium class cars to consumers. Target
market for Mercedes-Benz are upper class consumers of society. This organisation is best
because they have best quality services with quick after sales services, etc. hence these are the
factors which attracts consumers. According to Brian Abner, when managers of Mercedes-Benz
expand their business at international market, then many components such as culture, legal rules
and regulations etc. has to be considered to get positive return. These factors are discussed as
under-
Culture- Culture refers to the trend which has to be followed by specific geographical
region. There is difference in culture, values and ethics of consumers as per change in region, so
in this case managers of Mercedes-Benz has to analyse it before expanding business at other
3

countries. For instance: there is trend of cars for people who resides at UK because this is their
living of standards and this is their basic need. While at developing countries such as Ethopia
majority of people do not have good income so they can not afford high budget cars. Hence in
this case managers of Mercedes-Benz has to advertise product accordingly (Conversi, 2012).
Legal and regulatory barriers- There are some legal rules and regulations which are
required to be followed by managers of Mercedes-Benz in order to operate in some country.
Foreign government consideration- There are some regulations of foreign country which
affects business operations in negative or positive manner. Mercedes-Benz can hire personnel
which provide them complete information about legal regulation. As government plays crucial
role in international business, so in this case prior approval, proper documentations, etc. are
required to understand. With this it is ease to enter in new market and possibilities of government
interference is less. For e.g. in case of developing nations there are some strict laws and
government policies which affects business expansion. Hence prior to expand business these
policies has to analysed (Doiz, Lasagabaster and Sierra, 2013).
Business case- There is requirement of analysing case of business, sector in which
Mercedes-Benz deals, etc. This helps to make changes which is significant and relevant for
setting up business in international market. With proper information about company, it is easy to
expand business by communicating information about their core operations. There is feasibility
in external environment of country, so business case provides appropriate information to expert
person. With business case it is easy to provide information about area of working. Business
operations are performed at international market with interference of some existing people.
There is requirement of trade mark and other intellectual rights which is significant for
performing operations in more safe and secure environment.
Business at new market can be extended with different modes such as partnership, joint
venture, export, franchise, etc. hence managers of Mercedes-Benz has to analyse method of
entering. This helps to expand operations in new market because this ease in entering in new
market and expanding business.
The relationship between globalisation and business success of Mercedes-Benz
Globalisation of business refers to process in which business operations are performed in
more than one country. Hence there is improvement in operations because there is requirement
of change in plans and policies. In order to maintain changes it is essential to perform operations
4

in effective and relevant manner (Findlay and et. al., 2012). There is requirement of different
resources such as employees, finance, etc. then it is important of managers of Mercedes-Benz to
analyse changes. There is positive outcome when managers of Mercedes-Benz analyse external
market and perform business operations accordingly.
Business success refers increment in sales, profits, improving brand image, good
consumer base, etc. This can be possible with expansion of business. Hence it is clear that there
is positive relationship between globalisation of operations and business success. As there is
competition at international level, so managers of Mercedes-Benz has to analyse external market
such as competitors policies, pricing strategies, etc. helps to sustain in market for longer period.
There is different in trend, fashion, culture, income level, etc. for various countries, so it must be
considered by managers.
As Mercedes-Benz deals in auto-mobile sector, so in this case, it is important to analyse
demand of consumers and then market product among them. For instance managers of
Mercedes-Benz wants to operate in under developed countries such as Ethopia, then in this case
people residing in thus country have low income, hence in this case it is beneficial to launch low
budget cars. People prefer to purchase it and this helps to maintain long term, existence in
country. Marketing strategies such as television advertisement, social media, etc. must be
familiar to people who are residing in such countries (Gale and et. al., 2013).
Hence it is concluded that there is positive relationship between globalisation and
business success. But managers of Mercedes-Benz has to analyse market regularly, perform
operations according to society value. Hence this helps to maintain long term relations with
consumers which helps in expansion of business and earning good revenues.
Recommendations about strategies which leads globalisation to business success
There are different strategies through which business organisation can expand in new
market. There is difference in working at national and international level. So managers of
Mercedes-Benz has to change their working style such as marketing advertisement is required to
be done with social media platform. As per requirement of consumer changes in quality, features
of car, engine, etc. For high cars, quality of after sales services, comfortable level of consumers,
etc. has to be considered by manager. According to Joanna Brassett there are some strategies
followed by managers of Mercedes-Benz to get positive impact-
5

Proper planning- Planning refers to basic management process which helps to formulate
resources optimally for achieving business objectives (Gardner, 2013). When managers of
Mercedes-Benz are thinking to launch new product in market, then they have to analyse type of
market, price of car, marketing strategies, type of consumer, etc. with these aspects it is easy to
correlated among demand of consumer and products marketed in society. When products is
within budget ad according to requirement of consumers, then it helps consumers to avail
services and making long term relations with them.
Acquisition of resources- There is requirement of different resources such as finance,
employees, technology, etc. Hence in this case managers of Mercedes-Benz has to analyse these
resources which helps in promotion of business at international level. Managers of Mercedes-
Benz has to analyse requirement of resources and then acquire its sources. For instance, there is
requirement of steel, rubber, leather, iron, etc. then in this case managers has to plan sources
through which resources are acquired. It is essential because it helps to maintain cost and helps
to maintain quality of products and services. For instance: in developing countries labour is
cheap, so this is advantage for Mercedes-Benz in expansion of business (Ivanov and Webster,
2012).
Hiring of legal advisors- While operating business at new place there is lack of
knowledge about rules and regulation, registration laws, tax policies, etc. of particular
geographical region. Hence in order to study all these factors, it is essential that managers of
Mercedes-Benz has to hire legal advisor. This reduces policies of having any legal case against
organisation and business operations are performed in authentic manner.
Understand local and cultural nuances- There is difference in cultural values of
consumers who are residing in particular geographical region. Hence it is responsibility of
manager at Mercedes-Benz to properly analyse regarding cultural values, trends, etc. which helps
to perform actions according to particular geographical region. This helps to make long term
relations with consumers of Mercedes-Benz because advertisements, products are as per desire
of society. For instance: developed required high budget car with big size model because they
prefer to purchase care of relevant brands, while in developing countries, there is more traffic,
hence in this case managers of Mercedes-Benz has to provide and market size size cars.
6

P2 Examine appropriate research methods and approaches to primary and secondary research.
Research refer to the process in which data is collected in systematic manner to provide
relevant information about specific topic. Hence research is time consuming complex process.
There are different aspects which has to be considered by researcher to get appropriate and
relevant recommendations and interpretations (Kollman, 2016). It is responsibility of researcher
to formulate and then discuss researcher problems which helps to get appropriate
recommendations and conclusions which helps in enhance knowledge of reader and they are able
to understand it properly. Research methodology refers to process in which whole research is
divided into different parts. This is discussed as under-
Research philosophy- Research philosophy refers to the tendency under which research
project is performed. As in this research, there is discussion about globalisation, so it is easy with
the help of pragmatist research philosophy to enhance appropriate knowledge about it. Apart
from this there are two more research philosophy i.e. interpretivist and positivist. But in this
research pragmatist is best because this provides knowledge about new aspects which is
important for getting positive return.
Research approach- There are different approaches which is used in conducting research
to get positive outcome. There are different research approaches such as deductive, inductive
research approach which significant for getting appropriate outcome (Lane, 2013.). In this
research deductive approach is used which suits with pragmatist research which is relevant for
getting positive return from research. With deductive approach, observation of consumers can be
analysed so it is easy to get appropriate recommendation related to research topic.
Research strategy- Research strategy refers to the process which has to be followed by
researcher in order to achieve research aims and objectives. With forming strategy, it helps to
perform research in appropriate and reliable manner. This research is conducted in order to
analyse research topic which helps to get aims and objectives of research.
Research choice- Research choice is the method which so used in conducting research.
There are different methods which are used to conduct research, hence in this case it is
responsibility of researcher to collect best method to perform business operations in effective
manner. In this research, qualitative research is used which helps to get appropriate knowledge
related to research topic. Primary source of data is used which is significant to personal reviews
of respondents on specific topic (Mackenzie and et. al., 2012).
7

Time horizon- Time is some of the crucial factor which researcher requires to conduct
research. There are different activities such as introduction, literature review, research
methodology, data analyse and interpretation, etc. which helps to get recommendations and
conclusions related to researcher topic. Time scale is the technique which is used to analyse time
required to conduct research. Hence it is easy for researcher to divide different activities within
slotted time.
Techniques, procedure and research instruments- This is the last layer in research
onion. As per this, there are some specific procedure, instruments, techniques which are used to
conduct research. With following proper tools, instruments outcomes of research is positive and
it is easy to give recommendations and conclusions over it. In this research, quantitative data,
qualitative data, primary and secondary source is used to conduct research which helps to get
appropriate and relevant information. When these sources are used then information is more
specific and reliable so it is easy to give recommendation and interpretations over it. Data is
collected with the help of qualitative and quantitative data (McCusker and Gunaydin, 2015).
As per quantitative data, information is collected in numerical terms which provides
knowledge about how much, how many, etc. Information collected with the help this source is
represented in the form of name, code, symbols, etc. because in this there is use off numerical
and statistical data. By using this method, it is easy for researcher to provide justification by
showing justified numerical data. In this method reviews can be collected with the hlp of survey
polls, questionnaire, etc.
Qualitative data refers to method which collects information in quality form. This method
is used to collect information on the basis of observation and does not represents in numerical
data. With this method, it is easy to get answer of “Why” when some specific interpretation is
given. In this method information is collected with the help of one to one interview, focus group,
etc.
In this research, qualitative research is used because this provides more authentic
information which helps to get reason behind some specified view, hence it is easy for researcher
to provide justification behind some interpretation.
P3 Conduct primary and secondary research using appropriate methods for a business research
project that consider costs, access and ethical issues
8

Data source- Research is the process in which proper and in- depth analysis on some
relevant topic. This can be done with proper data collection and its interpretation. There are two
methods to collect data i.e. primary and secondary data. In primary source, information is
collected by research related to specific research topic (Mowforth and Munt, 2015). Hence
information collected from this method is authentic and relevant because collected through one
to one integration.
Secondary source for collecting information refers to method in which information is
gathered with the help of online sources, books, journals, magazines, etc. This data can be old
and irrelevant because published in pubic article. In this research both sources are used to
analyse and in- depth analysis can be done.
Sampling- Sampling refers to the method which is used to collect information and data
from some specific group of people from the crowd. There are two methods to collect of
sampling i.e. random and non random sampling. In this research, random sampling is used. As
per this method, respondents are selected without any biasness. Hence there is less possibility of
getting partiality in collecting information (Potrafke, 2015).
Research ethics- This research is conducted with proper ethics and code of conduct. This
is the major concern for readers hence information is collected from authentic and reliable
sources. This is significant to get positive outcome as recommendations and conclusions. Some
ethical issues which requires to be consider in this research includes maintaining anonymity and
confidentiality of data. Apart from this, it is very necessary to take informed consent of
participants prior to conducting the research.
Research limitation- Research has some limitation such as lack of time and cost. While
conducting this research, there is requirement of more time to collect and interpretate data. As
there are may activities which has to be considered by researcher, so due to lack of financial
resources, secondary data can not collected in best and relevant manner.
Research reliability and validity- This research is conducted in best and reliable manner.
If any information is collected from secondary source, then appropriate links are mentioned in
notes. This shows authentic of data. Primary data is collected from employees and relevant data
is shown (Robertson, 2012).
9